Super Bowl Ads Seen as Scary ExperienceResearchers at UCLA tracked several viewers' brain activity as they watched Super Bowl ads, gauging their emotional reaction. In many cases, the ads produced feelings of anxiety and fear.

Researchers at UCLA tracked several viewers' brain activity as they watched Super Bowl ads, gauging their emotional reaction. In many cases, the ads produced feelings of anxiety and fear. Overall, researchers concluded that most of the ads made people take notice — but didn't necessarily make them feel good.